Federal Government Supports Canadian Beef Brand in Asia

Agriculture Minister joins Canada Beef for industry tour as demand in Asia rises

March 16, 2015 – Calgary, Alberta – Canada Beef is pleased to announce the participation of the Canadian
Minister of Agriculture and Agri-Food Gerry Ritz in four Canadian Beef Branding Series events in Asia in the
coming weeks.

The Canadian Beef Branding Series highlights the four pillars of the Canadian beef brand – Producer,
Product, World Class Standards and Sustainability. By engaging both the emotional and technical attributes,
the series aims to create and sustain strong brand loyalty to the Canadian Beef Advantage (CBA), and
ultimately, Canadian beef.

The first branding series will take place in Ho Chi Min City, Vietnam, on March 17, where media and key
industry representatives will experience the Canadian beef brand, joining Minister Ritz, as well as Canada Beef
Chairman Jack Hextall, President Rob Meijer, and other industry representatives.

Events will follow throughout the week, with additional stops in Seoul, Tokyo and Okinawa.

“The Federal Government’s efforts to foster and grow economic ties and trade opportunities in Asia for
Canadian agriculture is commended by Canada Beef,” says Hextall. “The Asian market is set for an energetic
increase in demand and will remain a priority for Canadian beef and veal exporters going forward.”

“As part of this mission, Canada Beef is privileged to have Minister Ritz partner in delivering another
Canadian Beef Branding Series with key partners, media and industry representatives,” said Meijer. “This
event is an excellent example of how industry and the Federal Government can work together to leverage our
global brand strategy to build and then strengthen loyalty to Canadian beef and veal. We intend to create the
demand pull and get closer to the consumer than ever before.”

In addition to the branding series messaging, Canada Beef will also host roundtable discussions in Seoul and
Tokyo with industry, including representatives from the Canadian Cattlemen’s Association (CCA).

Canada Beef is the cattle producer-funded and run organization responsible for domestic and international
beef and veal market development. It has offices in Canada, Mexico, Japan, China and Taiwan. Canada Beef
works to foster loyalty to the Canadian beef brand and build strong relationships with trade customers and
partners. These efforts increase demand for Canadian beef and the value producers receive for their cattle.

For more information, please contact:
Ron Glaser
VP, Corporate Affairs and Operations, Canada Beef
(403) 275-5890